Where does brand activism authenticity stand in a divisive marketplace? New challenges and future research directions
Author:
Affiliation:
1. John Chambers College of Business & Economics, West Virginia University, Morgantown, West Virginia, USA
2. Davis College of Business and Economics, Radford University, Radford, Virginia, USA
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/10696679.2024.2336507
Reference51 articles.
1. Effective messaging strategies to increase brand love for sociopolitical activist brands
2. CEO Sociopolitical Activism as a Signal of Authentic Leadership to Prospective Employees
3. Building Understanding of the Domain of Consumer Vulnerability
4. Firm Resources and Sustained Competitive Advantage
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